Google AdWords is probably the most popular PPC (Pay Per Click) Management System at the moment, by far more commonly used than the usual alternatives of Panama from Yahoo and MSN’s Adcenter option. Is this popularity merited, you ask. As a matter of fact, the answer would be yes. Google Adwords is easily the most rounded out of all three systems, as well as the best developed of all three of them. This is due to the fact that it is the one with the most regular updates to its features, and the most “current” if you want to talk about real currency in SEO. And let us face facts: currency is everything in this age, especially when it comes to marketing and the Internet.
Google AdWords has some of the best features of all PPC programs available. In 2010, for instance, it came out with an alternative to the usual method of doing ad comparisons, branding its offering as the Adwords Campaign Experiment feature. What does this do? It compares two ads equally by eliminating the need to do the old “pre- and post-“ advertisement analysis, which does not consider the various external circumstances that may well cause variations in the results. It also has a Remarketing feature that allows you to save a list of all your viewers, letting you better focus on prior visitors and thus improve your conversion statistics.
For keyword research, it boasts of a Broad Match Modifier that combines the best parts of broad matching and phrase matching, giving you a staggering number of possibilities for spelling variations (including misspellings) and word order. Another research tool that makes AdWords a research force to be reckoned with would be the Adwords Search Funnels, which can tell you how consumers use Google’s search engine when looking for products, as well as which keywords are most successful in conversion. It even has a feature for raising or lowering the target CPC, depending on the probability of an ad getting a click. Taking into account several user details at first, it then moves into calculating the click’s cost on a sliding scale, thus improving click opportunities.
Google Adwords also has a very useful channel for advertisers that is generally referred to as the “Related To” ad section. This is a place where ads related to the search word or words (as calculated by Google’s algorithms) are shown. You shall often see this after performing a Google search. This happens most often when there are no advertisers targeting the specific words you entered in the search. Google comes up with alternative advertisers for keywords related to or often associated with the ones you searched for with the engine. To qualify for this feature, you just need to broad match your keywords. A word of advice, however: while this is very likely to improve your PPC statistics, it is also just as likely to drive you mad with higher costs and a lower quality score if you do not take care in choosing which phrases to broad match or choose too many of them.
Overall, Google AdWords is one of the best choices for managing PPC It has good campaign management with very good SEO tools, nice and customisable reports, the ability to link to a Google Analytics account, detailed modules on its Learning Center, and decent support. If you like the idea of having a regularly updated set of features with your PPC management system as well as a comprehensive set of functionalities for your base, this is the choice for you.